Jony Ive says designing the Apple Watch was tougher than the iPhone

jony ive cannes lions

On Thursday night, Jony Ive told the audience at the San Francisco Museum of Modern Art that designing the Apple Watch was more challenging than the iPhone as the former had to meet some social norms and expectations.

Ive said that the wrist is the ideal place for “lightweight interactions” and “casual glancing.” He also said that “every bone in his body” believes that the upcoming Apple Watch will establish a new category of computing devices.

“As soon as something is worn, we have expectations of choice,” said Ive.

While the Apple Watch is capable of doing many things, there are many “cultural, historical implications and expectations” from it, which is why designing it has “been such a difficult and humbling program” for Ive.

Apple announced in September that it would release the Apple Watch to the public sometime early next year. The company had revealed back then that it would be offering the Watch in three flavours with the base version coming in at $349.

Ive also said that he was proud of Apple because it creates great products, and not because of its record breaking revenues and profit. To emphasise his point, he said that he had no idea about the company’s revenue or profit except that “they are high.”

Jony Ive was at the event to accept the 2014 Bay Area Treasure Award from the Modern Art Council of the museum.

[Via WSJ]